Medical Service Industry Marketing Communication Strategy Research

China's WTO commitment to open the medical service market, The hospital will pace into the age which is integrated with the market, Countries being a period of momentousness change, such as notion,political life,economic system,family medicine and public health system etc. Along with the progress and development of society, China's non-profit hospitals and for-profit hospitals are faced with the pressure: increasing competition,change of consumer's attitudes and reduce of the financial support, For surviving, the hospital staff should change their ideas in order to meet environmental and market's requirements. So modern medical services eagerly need to introduce the concept of marketing, and then develop the hospital in the competition.Shenzhen is the Special Economic Zone which is fit for a test bed of reform and opening up, The research of the medical services marketing strategy can be used for the development of other parts as reference. This paper take the L district MCH Hospital as a marketing case, Cite some can be implemented methods and proposals, as a reference for other's research.The paper mainly related with the Media,Advertising,Marketing and other theories, mainly use the research literature,case analysis and statistical methods.The article is divided into four parts. The first part is literature review , using literature study by analyzing the large number of literature data, from advertising and PR viewpoint to describe commonly method strategy used in the marketing process; the second part deal with China's medical service marketing. Along with the research about the characteristics and problem during the promotion of marketing and salesmanship; the third part focus on some existing marketing strategy of China's medical services, integrate the case of MCH Hospital with Shenzhen Evening creative advertising strategy, making a analysis of the pros and cons of strategy; The last part demonstrates the meaning of the strategy showed in my paper. At the same time, we propose our suggestion and thinking on the future development of the medical service market based on the view of social marketing.